Maximising ROAS on Google Performance Max (PMax)
To maximise ROAS (Return on Ad Spend) using Google Performance Max (PMax), you should combine the right bidding strategy with strong campaign structure, quality inputs, and ongoing optimisation. Here are the most effective steps:
Use Target ROAS Bidding:
Set your campaign to use the Target ROAS (tROAS) automated bidding strategy. This instructs Google’s AI to optimise bids to maximise conversion value while striving to meet your specified ROAS goal. Most successful PMax campaigns in ecommerce use tROAS, and it’s proven effective at driving revenue growth.
Define Clear Conversion Goals:
Ensure your primary campaign goal is focused on purchases or the most valuable conversion action for your business.
Optimise Product Feed and Creative Assets:
For eCommerce, maintain a high-quality, up-to-date product feed with clear titles, compelling descriptions, and high-resolution images. Upload a variety of creative assets (images, videos, headlines, descriptions) to give Google’s AI more options to test and optimise.
Segment Campaigns and Asset Groups:
Structure your campaigns by product category or performance level (e.g., bestsellers vs. other products). This allows you to allocate budget more effectively and focus on high-ROAS segments.
Leverage Audience Signals:
Upload customer lists and provide audience signals to help Google identify high-value users faster, especially in the learning phase. Regularly review performance insights to refine your audience targeting.
Allow Sufficient Learning Time:
Avoid frequent changes to your campaign settings or structure. Let PMax run for several weeks to gather enough data and optimise performance. Interfering too often can reset the learning phase and reduce efficiency.
Monitor and Adjust:
Regularly review campaign performance and adjust your target ROAS, budget, and asset groups based on results. Increase budget for high-performing segments and limit spend on underperformers.
Integrate Google Merchant Center (for Shopping):
If you’re running Shopping ads, ensure your Merchant Center feed is accurate and linked to your campaign for better optimisation.
Find out how our Machine Learning and AI platform automates campaign optimisation and ROAS maximisation here, or get in touch with our team.
